Making Waves How to Ride the Chaos with Direct Response Integrated Marketing

by Davies, Mark; Catling, Tina

• ISBN13: 9780857082121
• ISBN10: 0857082124
• Edition: 1st
• Format: Paperback
• Copyright: 2011-06-20
• Publisher: Capstone

Summary

"This book will Make Waves! Davies and Catling challenge you to change how you promote your company in new and exciting ways" --Sir Tom Farmer "Perceptive insights into the world of marketing, brought to life in a straightforward practical easy read" --Steve Barrass, Thomas Cook The world of marketing is a turbulent place, moving at an incredible pace as trends change, zeitgeists rise and fall and the next big thing becomes tomorrows news. For most, marketing has become a game of catch-up and bandwagon jumping. Making Waves takes a different tact by instructing you on how to add to the turbulence, ride the chaos and set free the enormous power incumbent in the masses by creating and sustaining your own movement; by Making Waves in the public consciousness. To help you to achieve this, we have outlined how to take advantage of the best of both digital marketing and direct marketing media--two of the most responsive disciplines in marketing ever--to mold a multi-faceted campaign which will persuade and excite, and imbue brands with rich emotional experiences and loyal relationships which put the customer at the heart of the communications, creating outstanding returns on marketing investment. This book will: Open your eyes to the potential of Wave marketing Take you from creating an idea to seeing it fully realised Inform you on the right combination of media for any campaign

Author Biography

Mark Davies and Tina Catling both have 25 years experience in Marketing, working for some of the largest advertising agencies in the world - including Saatchi & Saatchi and Ogilvy and Mather. They founded the award winning outside the box - www.outsidethebox.co.uk - in 1993, one of the best known creative agencies in the UK, and they quickly established a reputation for marketing excellence with clients like Thomas Cook, Boots, Dulux, Royal Mail, Hitachi and Visa. They lecture at many UK Universities and speak throughout the world on the subject of 'thinking outside the box', and train organisations to be more innovative through their Innovation management company, Think - www.thinkso.co.uk. They have a shared passion for learning and innovation.
Mark Davies and Tina Catling are authors of the bestselling book THINK, a ground breaking business book that really wakes up your brain!

Table of Contents

Making Waves 6

Marketing Strategy and Planning 14

Brand Building 68

Direct Mail 74

Catalogues 90

Email Marketing 106

Website Design 120

Search Engine Optimisation 140

Paid Search Marketing 152

Social Media 162

Testing 176

And Finally...190